Punt, Pass and Chick

Published on November 01, 2002.

We can think of few spectator sports less intriguing than women's pro football, but the comedic ad possibilities are rife, and some of them are nicely exploited by Publicis/Dallas with an incongruously elegant fashion flourish. But is this dangerous ground for a new league? "We're not trying to stereotype them," says writer Steve Grimes. "We're just taking traditional football imagery and giving it a little bit of a twist, just to have fun with it and make it cool. I know it seems like it could be a novelty, but these women take this very seriously. And, according to the team owner, they all love the ads."